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Teenager takes on whisky giants by selling own version of Scotland's national drink on TikTok
16.01.2022 - 19:49 / dailyrecord.co.uk
A teenager is taking on the giants of the whisky world by selling his own version of Scotland’s national drink on TikTok.
Diarmaid McCann, 19, shares his Blaze Scotch Whisky on the social media site with cocktail recipes and videos which have so far had about 150,000 likes.
He came up with the idea during lockdown to target people aged 18 to 25 and move away from the image of the drink as an older person’s tipple. In a bold move, he also made the £30 bottles available only online.
Diarmaid, from Inverkip, Renfrewshire, was in the first year of an electrical engineering degree at Edinburgh University and had only just become legally allowed to drink alcohol when he formed his plan.
He persuaded a local gin distiller to let him market its spirits through Amazon and helped sell £150,000 worth last year – earning a commission in the process.
Encouraged by the success, he created Blaze Scotch Whisky nine months ago. He contacted a distillery who agreed to manufacture and bottle the new drink, which is a mixture of blended and malt whisky.
In the last three months his Edinburgh-based firm has sold 250 bottles online, with more sales via TikTok, his website and Amazon.
Diarmaid, who has given up university, said: “Young people buy most of what they need online so why not their favourite spirit? There’s been tremendous interest.
“I want this to be a community spirit. By selling it only online, it means I know the names of all our customers.
“I believe I can take on the titans of the spirits industry and build up a successful brand over the next 10 years.”
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